Hispanic Americans are far more receptive to TV advertising than other US consumers, according to a new study.
A report from Nielsen Media Research found that 36% of Hispanics watching Spanish-language television sit through entire commercials, compared with just 10% of non-Hispanics. Around 40% often discuss ads with others (compared with 7%), and 52% frequently make purchase decisions using information from commercials (compared with 7%).
The study, sponsored by Spanish-language broadcaster Univision, suggests traditional marketing techniques remain a potent method of influencing the Hispanic population -- more so than with other, more media-savvy Americans. "Hispanics are way less cynical about marketing," commented Maryam Banikarim, Univision's senior vp for strategic marketing.
The US Hispanic population is growing rapidly, and is currently estimated at 39 million. Nielsen's report ties in with recent research from Euro RSCG which found that Hispanics are more aware of brand names than other Americans.
Data sourced from: Financial Times; additional content by WARC staff